本文所说的影响者是指在社会化媒体平台上通过在线分享自己所创作的内容进行自我打造而出名的网络红人,如美食博主、美妆博主、网红主播等,他们建立了自己庞大的粉丝群,并将在线社交活动作为职业,具有巨大的影响力。这些社会化媒体影响者所提供的信息更容易快速抵达目标受众、更容易被病毒式传播,且往往不会被感知为纯粹受商业利益驱动,容易受到粉丝信任,因此他们天然具有营销优势。近年来,越来越多的企业开始通过这些影响者为其产品或服务背书,希望以此影响消费者的态度和决策,从而形成了影响者营销这种高效的新型营销手段。本文对影响者营销相关研究进行了综述,勾勒了影响者营销研究的发展脉络,分析了影响者营销的概念,介绍了影响者营销的应用领域,梳理了影响者营销作用机制的理论解释模型,并进一步提出了基于准社会关系的整合性研究框架,以期为影响者营销的研究者和实践者提供思路与参考。
网红经济视域下的影响者营销:研究述评与展望
摘要
参考文献
1 刘凤军, 孟陆, 陈斯允, 等. 网红直播对消费者购买意愿的影响及其机制研究[J]. 管理学报,2020, 17(1): 94-104. DOI:10.3969/j.issn.1672-884x.2020.01.011
2 孟陆, 刘凤军, 陈斯允, 等. 我可以唤起你吗——不同类型直播网红信息源特性对消费者购买意愿的影响机制研究[J]. 南开管理评论,2020, 23(1): 131-143. DOI:10.3969/j.issn.1008-3448.2020.01.013
4 Audrezet A, de Kerviler G, Moulard J G. Authenticity under threat: When social media influencers need to go beyond self-presentation[J]. Journal of Business Research,2020, 117: 557-569. DOI:10.1016/j.jbusres.2018.07.008
5 Berthon P, Pitt L, Campbell C. Ad lib: When customers create the ad[J]. California Management Review,2008, 50(4): 6-30. DOI:10.2307/41166454
6 Breves P L, Liebers N, Abt M, et al. The perceived fit between instagram influencers and the endorsed brand: How influencer-brand fit affects source credibility and persuasive effectiveness[J]. Journal of Advertising Research,2019, 59(4): 440-454. DOI:10.2501/JAR-2019-030
7 Brown D, Hayes N. Influencer marketing[M]. Burlington, USA: Elsevier Ltd, 2008.
8 Brown J J, Reingen P H. Social ties and word-of-mouth referral behavior[J]. Journal of Consumer Research,1987, 14(3): 350-362. DOI:10.1086/209118
9 Brown W J. Examining four processes of audience involvement with media personae: Transportation, parasocial interaction, identification, and worship[J]. Communication Theory,2015, 25(3): 259-283. DOI:10.1111/comt.12053
10 Calefato F, Lanubile F, Novielli N. The role of social media in affective trust building in customer-supplier relationships[J]. Electronic Commerce Research,2015, 15(4): 453-482. DOI:10.1007/s10660-015-9194-3
11 Campbell C, Farrell J R. More than meets the eye: The functional components underlying influencer marketing[J]. Business Horizons,2020, 63(4): 469-479. DOI:10.1016/j.bushor.2020.03.003
14 De Jans S, Cauberghe V, Hudders L. How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog[J]. Journal of Advertising,2018, 47(4): 309-325. DOI:10.1080/00913367.2018.1539363
15 De Veirman M, Cauberghe V, Hudders L. Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude[J]. International Journal of Advertising,2017, 36(5): 798-828. DOI:10.1080/02650487.2017.1348035
16 Dibble J L, Hartmann T, Rosaen S F. Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures[J]. Human Communication Research,2016, 42(1): 21-44. DOI:10.1111/hcre.12063
17 Djafarova E, Rushworth C. Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users[J]. Computers in Human Behavior,2017, 68: 1-7. DOI:10.1016/j.chb.2016.11.009
18 Escalas J E, Bettman J R. Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging[J]. Journal of Advertising,2017, 46(2): 297-308. DOI:10.1080/00913367.2016.1274925
19 Freberg K, Graham K, McGaughey K, et al. Who are the social media influencers? A study of public perceptions of personality[J]. Public Relations Review,2011, 37(1): 90-92. DOI:10.1016/j.pubrev.2010.11.001
20 Ge J, Gretzel U. Emoji rhetoric: A social media influencer perspective[J]. Journal of Marketing Management,2018, 34(15-16): 1272-1295. DOI:10.1080/0267257X.2018.1483960
21 Gensler S, Völckner F, Liu-Thompkins Y, et al. Managing brands in the social media environment[J]. Journal of Interactive Marketing,2013, 27(4): 242-256. DOI:10.1016/j.intmar.2013.09.004
22 Horton D, Wohl R R. Mass communication and parasocial interaction[J]. Psychiatry,1956, 19(3): 215-229. DOI:10.1080/00332747.1956.11023049
23 Hovland C I, Weiss W. The influence of source credibility on communication effectiveness[J]. Public Opinion Quarterly,1951, 15(4): 635-650. DOI:10.1086/266350
24 Hu L X, Min Q F, Han S N, et al. Understanding followers’ stickiness to digital influencers: The effect of psychological responses[J]. International Journal of Information Management,2020, 54: 102-169. DOI:10.1016/j.ijinfomgt.2020.102169
25 Hughes C, Swaminathan V, Brooks G. Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns[J]. Journal of Marketing,2019, 83(5): 78-96. DOI:10.1177/0022242919854374
26 Hwang K J, Zhang Q. Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge[J]. Computers in Human Behavior,2018, 87: 155-173. DOI:10.1016/j.chb.2018.05.029
27 Hwang Y, Jeong S H. “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts[J]. Computers in Human Behavior,2016, 62: 528-535. DOI:10.1016/j.chb.2016.04.026
28 Jiménez-Castillo D, Sánchez-Fernández R. The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention[J]. International Journal of Information Management,2019, 49: 366-376. DOI:10.1016/j.ijinfomgt.2019.07.009
29 Jin S V, Muqaddam A. Product placement 2.0: “Do brands need influencers, or do influencers need brands?”[J]. Journal of Brand Management,2019, 26(5): 522-537. DOI:10.1057/s41262-019-00151-z
31 Johnson D, Grayson K. Cognitive and affective trust in service relationships[J]. Journal of Business Research,2005, 58(4): 500-507. DOI:10.1016/S0148-2963(03)00140-1
34 Kim S J, Maslowska E, Tamaddoni A. The paradox of (dis) trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews[J]. Decision Support Systems,2019, 116: 114-124. DOI:10.1016/j.dss.2018.10.014
35 Labrecque L I. Fostering consumer-brand relationships in social media environments: The role of parasocial interaction[J]. Journal of Interactive Marketing,2014, 28(2): 134-148. DOI:10.1016/j.intmar.2013.12.003
36 Lin H C, Bruning P F, Swarna H. Using online opinion leaders to promote the hedonic and utilitarian value of products and services[J]. Business Horizons,2018, 61(3): 431-442. DOI:10.1016/j.bushor.2018.01.010
37 Lou C, Yuan S P. Influencer marketing: How message value and credibility affect consumer trust of branded content on social media[J]. Journal of Interactive Advertising,2019, 19(1): 58-73. DOI:10.1080/15252019.2018.1533501
38 Mangold W G, Faulds D J. Social media: The new hybrid element of the promotion mix[J]. Business Horizons,2009, 52(4): 357-365. DOI:10.1016/j.bushor.2009.03.002
39 Martínez-López F J, Anaya-Sánchez R, Giordano M F, et al. Behind influencer marketing: Key marketing decisions and their effects on followers’ responses[J]. Journal of Marketing Management,2020, 36(7-8): 579-607. DOI:10.1080/0267257X.2020.1738525
41 Morgan R M, Hunt S D. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1994, 58(3): 20-38. DOI:10.1177/002224299405800302
42 Munnukka J, Maity D, Reinikainen H, et al. “Thanks for watching”. The effectiveness of YouTube vlog endorsements[J]. Computers in Human Behavior,2019, 93: 226-234. DOI:10.1016/j.chb.2018.12.014
43 Ohanian R. Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness[J]. Journal of Advertising,1990, 19(3): 39-52. DOI:10.1080/00913367.1990.10673191
44 Pornpitakpan C. The persuasiveness of source credibility: A critical review of five decades’ evidence[J]. Journal of Applied Social Psychology,2004, 34(2): 243-281. DOI:10.1111/j.1559-1816.2004.tb02547.x
45 Reinikainen H, Munnukka J, Maity D, et al. “You really are a great big sister” – Parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing[J]. Journal of Marketing Management,2020, 36(3-4): 279-298. DOI:10.1080/0267257X.2019.1708781
46 Shan Y, Chen K J, Lin J S. When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive[J]. International Journal of Advertising,2020, 39(5): 590-610. DOI:10.1080/02650487.2019.1678322
48 Stubb C, Nyström A G, Colliander J. Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness[J]. Journal of Communication Management,2019, 23(2): 109-122. DOI:10.1108/JCOM-11-2018-0119
50 Uzunoğlu E, Kip S M. Brand communication through digital influencers: Leveraging blogger engagement[J]. International Journal of Information Management,2014, 34(5): 592-602. DOI:10.1016/j.ijinfomgt.2014.04.007
51 Wellman M L, Stoldt R, Tully M, et al. Ethics of authenticity: Social media influencers and the production of sponsored content[J]. Journal of Media Ethics,2020, 35(2): 68-82. DOI:10.1080/23736992.2020.1736078
52 Wong V C, Fock H, Ho C K Y. Toward a process-transfer model of the endorser effect[J]. Journal of Marketing Research,2020, 57(3): 565-581. DOI:10.1177/0022243720910453
53 Xiao M, Wang R, Chan-Olmsted S. Factors affecting YouTube influencer marketing credibility: A heuristic-systematic model[J]. Journal of Media Business Studies,2018, 15(3): 188-213. DOI:10.1080/16522354.2018.1501146
引用本文
贾微微, 别永越. 网红经济视域下的影响者营销:研究述评与展望[J]. 外国经济与管理, 2021, 43(1): 23-43.
导出参考文献,格式为: